Stefaan Bettens: Foodservice as a launchpad

POTY – When he took over the family business Jet Import, one of his commercial decisions would define his entire professional trajectory.

© GONDOLA FOODSERVICE

1986. Stefaan Bettens takes over Jet Import, the family business, with a decision that will imprint and set the rhythm for the rest of his career: he personally imports the first pallets of Corona from the United States to introduce them to the Belgian market.

At the time, the Mexican beer was not yet well-established in Belgium. He distributed it notably at the Mirano Continental, the Blanchard family’s iconic establishment. This choice was not accidental: he understood very early on that certain venues are not just points of sale, but places of influence.

This first bet laid the foundations of the Jet Import model: identifying high-potential brands, activating them on the ground, and building their image in trend-setting environments.

In 2024, Jet Import achieved a turnover of 246 million euros, with double-digit annual growth. The company has developed without changing its logic: speed of execution, ground-level proximity, and the ability to launch brands where they can exist before becoming mass market.

This year, Stefaan Bettens is one of the three nominees for the Personality of the Year (POTY) award in the Manufacturers Foodservice category.

Gondola Insight

Stefaan Bettens’ career shows a constant: for him, foodservice is not just a sales channel, but a starting point.

Instead of launching a brand in retail and hoping it finds its audience, Jet Import starts with the out-of-home sector. Nightclubs, iconic venues, sports clubs, gas stations: the brand is seen, tested, and associated with a specific world. The Mirano was not just a client; it was an accelerator.

This model has a direct consequence: when the brand reaches retail, it is no longer unknown. It already has a story.

Jet Import's double-digit growth does not rely solely on premiumization. It is primarily driven by volume and distribution. Field activation, commercial presence, and portfolio consistency play a central role.

With an approach that is both visionary and pragmatic, Stefaan Bettens has developed the largest private Belgian company in beverage distribution.